Diet Coke has launched a TV campaign as part of its newly-announced strategy that will see all marketing activity for the brand linked to fashion.
The “Love it Light” ad features the three female puppet Diet Coke brand ambassadors on a shopping trip on the prowl for the perfect handbag. When the girls fail to find it, they decide to create one themselves.
The ad accompanies a wider campaign that includes: a digital fashion channel powered by Yahoo, limited edition bottles designed by Karl Lagerfeld and an outdoor poster campaign also photographed by the designer, to push Diet Coke’s new “lighter approach to fashion” internal message.
The “Love it Light” TV ad was created by Mother.
Click here to read Editor Mark Choueke’s view on whether Diet Coke should have adopted its new proposition as a “fashion brand for demanding fashionistas”.
Watch a history of Diet Coke ads here.